About this post: I’m just an average entrepreneur who finds certain marketing, advertising and business stuff fascinating. This post (along with all others) is nothing more than a fun little project for myself where I write about stuff I find cool.
Today's post is about pringles. I was recently in Morocco (one of the crappier places I've been, but phenomenal for building your haggling skills!) and saw pringles being sold in a run down shop, and realised how Pringles has somehow one of those products you can find in the middle of nowhere - along with the likes of Coca-Cola.
It got me interested to look a little further into it, and what I found is Pringles success had NOTHING to do with the quality or taste of their chips. Instead the reason is far smarter, and one any smart entrepreneur with a little courage can implement into their own business for massive profit. Get ready to learn something fascinating.
This post was originally written on my blog where it's accompanied by pics I can't include here due to reddit's limitation. To read the article in it's original glory click here (don't worry there's no affiliate links or crap like that)
Otherwise enjoy:
The Entrepreneurial Genius of Pringles - and How to Apply it to Your Own Business
I was listening to a Mitch Hedberg clip and he made a joke about Pringles. Here’s the joke:
I think Pringles original intention was to make tennis balls... but on the day the rubber was supposed to show up a truckload of potatoes came. Pringles is a laid-back company, so they just said, Fuck it, cut em up!
It’s a good joke! But it got me thinking about Pringles from an entrepreneur point-of-view.
The more I thought about it, the more interesting I realised the Pringles story to be. That delicious mushed-up snack equivalent to Jenga is a worldwide success.
I did a little research on Pringles, and it’s ridiculous how successful it is. I mean the damn thing is sold in 140 countries for god sake, and makes a couple billion dollars in revenue each year.
The Secret to Pringles' Multi-Billion Revenue per Year Success Has NOTHING to do With Taste...
I’ve been in third-world countries and Pringles never fails to be there. It’s officially a global fatboy brand, right up there with Coca-cola, McDonalds and Kit-Kat.
Now there’s a lot of crisps (or “potato chips” in the USA) on the market. And while I gotta admit Pringles are tasty motherfuckers, truth is are they that much tastier than a Wotsits or McCoys?
Not really.
So what made them so successful?
It’s the stupid tennis ball tube of course. Pringles is unique in that it doesn’t come in some flimsy aluminium-foil packet filled with 90% air.
I mean if you think about it the flimsy packet is a million times more “efficient”. I mean once you get past 60% in a Pringles tube, you’ve got to transform your hand into one of the arcade shit-claws which never picks up the cuddly toy. It’s stupid.
Yet isn’t it great that it’s so different?
It is. And that’s where Pringles’ magic lies. It’s not only a yummy snack, but it’s a cool unique experience. It’s funn-er to share with friends. It’s an occasion when you pop out the pringles!
How Dr Phil - an overweight middle-aged man with silly catchphrases - came accepted to be a national authority on of all things... Weight Loss! (He used the 'Pringles' Factor
Now… enough about Pringles… there’s a very serious money-making lesson here.
And contrary to “feel-good” advice, it’s that quality of product isn’t everything in creating a fabulously successful product or service.
In fact, if your primary aim is to make lots of money in the shortest time possible, it’s vital you don’t ONLY concentrate on the quality of your product or service. They want an experience, something to tell their friends and family about.
But wait, what’s that I hear you say?
“But Ganon, what you’re saying may be applicable to snacks, but you silly naïve fool, you should understand people would want the best practice surgeon should they need a tit-job”
Sounds reasonable doesn’t it? It is. But it’s wrong.
Take a look at Tony Robbins. He’s the highest paid NLP coach in the world by a country mile. Many country miles in fact.
Yet other NLP practitioners HATE him.
Want to take a guess to why?
Jealousy? Yes definitely. But that’s not the only reason?
The other is that… among NLP coaches Tony isn’t considered particularly skilled.
The same way David Blaine isn’t the most skilled magician.
The same way that Doctor Phil isn’t a weight loss coach. (I’m deadly serious – Dr “Overweight” Phil McGraw has some of the most successful selling weight loss books of the last decade).
So why is it that Robbins, Blaine and the Doc would have MUCH higher demand for coaching, magic shows, and weight loss clients than their more skilled colleages, and be able to charge FAR FAR higher fees for their work?
It’s simple. It’s because hiring these guys is more than what their skills bring, they’re a full-blown flippin’ experience!
It gives you the ability to tell your friends, family and that pesky neighbour Sally how Dr Phil is helping your lose your lovehandles. And whilst you may be smarter to care for this kinda thing, you must understand that others do.
How to Use the Pringles Effect in Your Business (It's not hard, but takes some courage)
OK, OK, you get it.
But it’s not like you can make yourself a national celebrity and do the same for your business.
You kinda can!
Create a flashy website, pay $10 to local photography student for a professional headshot, and put up a few Youtube videos with a suit on.
Voila!
You’ve now elevated your ‘feel’ above 99.6% of competitors, and by comparison you’re a celebrity.
This is what I do. Honestly it’s not rocket science, yet so few entrepreneurs are willing to do it. And I know why by the way. It’s simply because it doesn’t feel right. That it feels false in some way.
Maybe it is. But I don’t care to get into morals and ethics. The point of this post is to highlight it works.
I speak from experience guys. What I listed is what I do. And those who’ve read my previous posts know that I run my clients through a reasonably elaborate application process to aggrandise myself. I make them have to prove themselves to work with me.
The result?
The manufactured 'celeb' status makes people nervous when they talk to me. Some have begged and pleaded to work with me. And creates a position where others take my fee seriously (which is 4-10x higher than my competition).
I geniunely don't say this to brag. You can check out my others posts and hopefully you'll see that's not what I'm about. It's not like my bragging to you guys is going to make me richer, taller or more sexually irresistable to the opposite sex.
Instead I tell you this because I truly believe most entrepreneurs listen to so-called "gurus" who don't have this sort of insight because they've never really made any money except selling courses which they've regurgitated from other gurus who did the same!
The end result is that the internet has little information out-of-the-box entrepreneurial experimentation (which I believe to be what makes money, and what makes making money fun).
I’ll wrap it up there. But yeah if you wish to give your income a boost it may be worth thinking how you could ‘Pringles’ up your business.
About Me
My name is Ganon (not real name) and I’m an active entrepreneur with moderate success. What I love to do is write, and I do it for the fun of it. Hopefully you liked it - if you did let me know.
This is the 4th post I've ever shared. If you like my stuff check out my personal blog here
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